What would be strange behaviour in real life can be perfectly acceptable behaviour in the business world. Still, my instinct when I first read this was that Microsoft will just never learn:
Microsoft is offering different terms to different publishers as it seeks to boost Bing by paying some content owners to cut their sites off from Google’s rival search engine, industry executives said on Monday.
(I assume that’s wrong and Microsoft isn’t saying “Here’s cash to not use Google,” but “Here’s cash to use us instead.”)
But upon further reflection…
I use Google, though I don’t like to, because no single entity should know so much about me. I tried Bing, and it was pretty good but not quite as good, so I went back to Google. If Google stopped indexing sites belonging to News Corp. (which is a huge list all in), I imagine that wouldn’t mean too much to me given the incredible redundancy of online information, though maybe at some points I’d get annoyed when I want to hear a song quickly and type “[insert super cool band here] myspace” only to find no results. But add a few more information conglomerates along with some smaller interests, and that might be enough to increase those annoyance points to a degree where I’d sometimes search elsewhere.
Beyond the feasibility of the mechanics of this whole enterprise (if I have a website that has a link to myspace, would Google be removing that link from their cached pages, or prohibit them from showing up in their search result summaries?), this can’t be good for consumers. If I have access to two different stores that both have access to the exact same inventory, the only way they can compete is by doing a better job of providing me access to that inventory (cheaper, faster, better service, etc.). If every store made of brick could all fit every single product inside it, I could do all of my shopping at just one store. The best store. If they can’t, I have to run all over the place.
Beyond how Microsoft seems to be trying to make money by screwing everybody (which is fine, I guess), this also feels like Microsoft testing the water a bit. Their antitrust situations are probably taking up less time than ever, they haven’t tried buying Intuit lately, their OS (very slightly) and browser dominance (more significantly) are decreasing, but they still accumulate cash faster than they know what to do with it and have monopoly-like earnings power (as does Google).
I can’t imagine this is what the future landscape of search looks like, but I can imagine that it’s a temporary interruption created by a small-ish player with incredible resources, designed to blow things up so that when the smoke clears they come out on top.